On Running Honors Roger Federer With Drone Display Over Shenzhen in "Thank You Every Match" Campaign
On Running staged a Shenzhen drone display tracing Roger Federer's career for its "Thank You Every Match" tennis campaign on October 16, 2026.
Swiss sportswear brand On (昂跑) launched a campaign on October 16, 2026, titled "Thank You Every Match" (感谢 每一场), centered on tennis and its ambassador Roger Federer. The campaign's centerpiece was a drone light show staged over Shenzhen that traced Federer's life journey — from his early years in Basel through to his rise to the top of world tennis — with the display beginning from the image of a single tennis ball thrown into the sky.
Beyond the drone spectacle, the campaign broadened its scope to feature competitive athletes, behind-the-scenes support staff, and recreational tennis players, framing the sport as meaningful across all levels of participation. On social media platforms, the brand facilitated interactions between Federer and ordinary tennis fans, positioning the exchange as a demonstration of the mutual emotional bond between the champion and the generations of players he has inspired.
The campaign presents On's tennis identity as rooted in authentic sporting culture rather than pure performance messaging. By anchoring its storytelling in Federer's personal history and pairing that narrative with grassroots tennis enthusiasm, the brand builds emotional resonance across a wide audience — from competitive players to weekend enthusiasts — a positioning well suited to China's rapidly expanding recreational sports market.
